Department Stores in Austria

PROSPECTS

Positive forecast for department stores

Department stores witnessed strong current value growth in Austria in 2018 and is expected to record a good performance throughout the forecast period. The channel is anticipated to benefit from increasing consumer confidence and strong demand for the unique shopping experience it offers, including large arrays of products, exceptional levels of customer service and sophisticated shop designs.

Some diversity in the positioning of department stores in Austria

Amongst a wider audience, department stores tends to be considered a luxury channel in Austria. However, the Steffl store (Kaufhaus Steffl Betriebs AG) in Vienna is the only one with a clear focus on premium and luxury brands.

COMPETITIVE LANDSCAPE

Leader Kastner & Öhler still searching for expansion opportunities

Kastner & Öhler Warenhaus AG retained its dominance of department stores in Austria in 2018, being responsible for 16 of the 19 outlets present. Sales per outlet were relatively low in the case of Kastner & Öhler, because in a narrow sense, the company’s main store in Graz is its only fully-fledged department store.

HEMA new in department stores in Austria

In April 2018, HEMA Austria GmbH opened a Hema store with selling space of 150 sq m in Vienna’s highly frequented west station and then another with selling space of 760 sq m at Mariahilferstraße, the largest shopping street in Vienna. While the first outlet was mainly for raising brand awareness for Hema, the second is a typical Hema store with a broad product mix including apparel and footwear, beauty and personal care, homewares and furnishings, foodstuffs, stationery and more, targeting mainly a young audience aged under 30.

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